LSN : Signals & Stats : Tesco Clubcard marks 30 years with nostalgic campaign

30 Years of Clubcard by Tesco, UK

UK – Tesco is celebrating three decades of its Clubcard loyalty scheme with a campaign that blends nostalgia with a reminder of its ongoing value. Created by BBH London, the campaign revisits three decades of Tesco, Clubcard and British culture through the eyes of two neighbouring couples – one enjoying years of Clubcard rewards, the other missing out.

Directed by Sam de Jong, the film is soundtracked by Darude’s 1990s anthem Sandstorm and culminates in the reluctant couple finally signing up for a Clubcard in 2025.

In addition to the film, Tesco is rolling out a multi-channel campaign across AV, digital, OOH and print, featuring exclusive Clubcard rewards throughout 2025.

In Future Forecast: Retail, we identified a rise in innovative loyalty programmes that offer more personalised and exclusive experiences as brands vie for customer loyalty. The Tesco Clubcard campaign leans on heritage and nostalgia to brand itself as the UK’s leading loyalty programme, rewarding members with even more in its milestone year.

Strategic opportunity

At a time when rising costs and the enshittification of services are disillusioning consumers, use nostalgia-driven storytelling to re-ignite brand loyalty – celebrating heritage while offering fresh, tangible rewards that prove long-term value in the present